| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 103 === There are different between social capital and other capital.! Capital is being
embedded in relationships and social network resources. Because we know that social capital is coming from the social relations, the people we met is our social capital. There are two elements of the definition of social capital: the social networks is a pre-condition, but more important is what kind of resources we can find in this network. In this study, we will find out that the use of mobile device how to bring out community benefits by the Air Force, and combined with "Resources" from the social capital in the outside world. We hope that we can change the original external communication framework, and integrate the resource to influence the public.
In this study, I use the qualitative research method. The purpose of the study is that if the Air Force has plans to use the media marketing strategies, how dose they can do? The most important methods are that they have to use the trust, factors of networks in the social capital widely, playing a important roles of connecting the community. We use the semi-structured interviews among three military reporters, including CTI, TSSDNEWS and BCC, and three recruiters involved in the search of the Air Force messages. We hope that we can confirm that the use of social capital model will enhance the recruitment media marketing effectiveness in the Air Force.
Research on the theoretical basis of social capital through the analysis found that the Air Force recruitment has difficulties to reach this stage. If they want to break the current results, its primary goal is that they must grasp the social resources to build "public trust" and "social media" as the basis first. to facilitate the expansion of network relationships as a marketing and media, made the following conclusions: First: the use of media can be beneficial to the Air Force to obtain social capital resources. Second: social capital will help the Air Force access to social resources to enhance social solidarity recruiting results.
Through the conclusion of the study of how to obtain social capital, it is to assists the Air Force recruitment use media marketing well .This research proposed the "community use, access to social capital resources, strengthen information subsidies, the use of media strategy," four-point proposal. It is recommend follow-up studies should be towards national army soldiers through the use of smart phones network link, and for the amount of research to achieve its social capital.
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